The Importance of Customer Loyalty and Introduction of the Concept of NPS (Net Promoter Score®)

Although big business potentials exist for companies that are able to provide a superb customer experience, majority of companies focus on initiatives to measure financial profits but lag behind in developing metrics for customer loyalty. Customer satisfaction surveys rarely correlate with financial results and as a consequence, many companies prioritize financial objectives and “Customer Focus” are often treated as mere slogans. Based on experience, Bain has developed a customer loyalty metric called NPS （Net Promoter Score）that closely correlates customer loyalty to financial profits. View the first five minutes of the television segment below.